Sainsbury's has been reprimanded by the Advertising Standards Authority (ASA) after a toy advert which aired on TV last October was found to be misleading.
The advert featured a "1/2 price" label and a voiceover explaining the offer. The promotion was explained in text which read: "Selected stores & availability. All toys half price in store & selected toys half price online. Prices range from £9.99 to £34.99. Max six items. Ends 2nd Nov."
Rival supermarket Tesco and two members of the public complained the advert was misleading, as they believed the toys were only on offer online.
Sainsbury's said the text made it clear that the deal applied to toys in-store while only selected toys were half-price online.
The complaints were upheld after the ASA said the text contradicted the voiceover.
Sainsbury's can not run the ad again.